“People don’t buy WHAT you do… they buy WHY you do it.” This famous quote by Simon Sinek speaks to the power of a company’s PURPOSE and its role in driving customer engagement and loyalty. In “Red Goldfish,” Graeme Newell and I examined more than 300 companies. We focused on their purpose and how they […]
The 8 Purpose Archetypes Read More »
In “Red Goldfish – Motivating Sales and Loyalty Through Shared Passion and Purpose,” Graeme Newell and I feature how Chouinard started Patagonia and how the brand fits “The Protector” purpose archetype. The start was a figurative uphill climb. Yvon Chouinard was introduced to climbing in 1953 as a 14-year-old member of the Southern California Falconry
Going Purpose – Yvon Chouinard Gave away Patagonia for the planet Read More »
Airbnb is offering temporary free accommodations to 100,000 Ukrainians in Poland, Germany, Hungary, and Romania. The initiative is part of its efforts to support refugees through the company’s nonprofit, Airbnb[dot]org. In the book “Red Goldfish,” Graeme Newell and I profiled the company as part of the Liberator purpose archetype. The purpose of The Liberator archetype
Airbnb is offering temporary free accommodations to 100,000 Ukrainians Read More »
Wow, this is a touching “Pay it Forward” moment from sports fans. Credit to KC’s Brett Fitzgerald for sparking the effort. Part of the Chiefs Kingdom, Brett kicked things off by posting about his initial $13 donation on Facebook and Twitter. The 13 is in reference to the improbable game-tying drive by Patrick Mahomes and
Chiefs Fans Donate Nearly $500,000 to Josh Allen’s Charity in $13 Increments Read More »
Warby Parker hit its first-year sales target three weeks after the company launched 11 years ago. Two weeks ago, the company that started with $2,500 in capital listed on the NYSE. It now has a $6 billion valuation. Background:It all began in 2008 with four Wharton MBA students. Neil Blumenthal, Dave Gilboa, Andy Hunt, and Jeff Raider
Warby Parker’s “Buy a Pair, Give a Pair” is a perfect example of Red Goldfish Read More »
I’m going to say something that’s about being P.C. I don’t mean ‘politically correct,’ but rather about how your business will need to be ‘post-corona.’ It is my belief that both for-profit and nonprofit organizations will need to rethink how and why they operate. Why? Over the last 10 years, purpose has begun to change
How your business will need to be ‘post-corona’ Read More »
Your brand today “is what you stand for and how your customers feel about you.” This sentence from the DX manifesto speaks to the importance of purpose in branding. Here’s the full manifesto: “Your brand today is no longer what you tell people it is.It is the differentiated experience (DX) your employees deliver.It is what
The importance of purpose in branding Read More »
The case for PURPOSE in promotional products. Today, I have the honor of speaking at the PPAI Expo. Roger Burnett, CAS and I will be presenting on the concept of a Red Goldfish. The session is designed for industry professionals and anyone responsible for putting their company brand on promotional marketing items. Promotional products as
How promotional products can leverage purpose to increase impact Read More »
“The role of the leader is first to inspire creative thinking about what makes you unique, how it links to purpose, and why it could be valuable—and then to encourage rigor in embedding it in your company’s core.” – McKinsey A week ago, I wrote about one of the Top 10 articles of the year
Purpose: Get Your “How” On Read More »
“Less brandfill, more purposefull.” The 4.0 version of business places purpose first. Let’s look at the evolution: 1.0 Profit First (1790 – 1970)2.0 Customer First (1971 – 1990)3.0 Employee First (1991 – 2008) To quote Simon Sinek in 2009, “People don’t buy what you do or how you do it, they buy why you do
“Less brandfill, more purposefull” Read More »
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Stan Phelps, CSP® is a keynote speaker and workshop leader who helps brands stand out, engage teams, and drive lasting impact through innovation.
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